Printed Page: 1 of 1
Subject Code: BP803ET
Roll No: 0 0 0 0 0 0 0 0 0 0 0 0 0
BPHARMA
(SEM VIII) THEORY EXAMINATION 2022-23
PHARMACEUTICAL MARKETING MANAGEMENT
Time: 3 Hours Total Marks: 75
Note: 1. Attempt all Sections. If require any missing data; then choose suitably.
SECTION A
1. Attempt all questions in brief. 10 x 2 = 20
a. Explain the various stages involved in market research.
b. Write down the four Ps and four Cs of marketing.
c. Define product positioning.
d. Give an overview of public relations.
e. Explain OTC products.
f. Write down the various steps followed in brand promotion.
g. What are the various factors responsible for channel conflict?
h. What is the purpose of detailing?
i. Write down the difference between B2B and B2C marketing.
j. Briefly explain horizontal and vertical marketing.
SECTION B
2. Attempt any two parts of the following: 2 x 10 = 20
a. Illustrate the difference between industrial marketing and global marketing. Discuss
various channels of distribution and the challenges involved in both types of marketing.
b. Elaborate details about various processes involved in new product decisions and their
development.
c. Analyze consumer buying behaviour and industrial buying behaviour with emphasis on
various factors affecting them.
SECTION C
3. Attempt any five parts of the following: 7 x 5 = 35
a Explain different ways of promoting pharmaceutical products.
b Write down the various roles and duties of a professional sales representative. Emphasize
various selection criteria and training processes involved after the recruitment of
professional sales representative.
c Discuss the role of DPCO and NPPA.
d Explain the importance of strategy to be implemented in manging the task of physical
distribution.
e Discuss in detail various promotional techniques to be implemented in promoting
pharmaceutical products.
f Write down the various factors influencing the prescription habits of physicians. Point
out the factors reflecting the patient’s choice of physician.
g Describe market segmentation and market targeting. Discuss the criteria to be followed
in both cases.
Printed Page: 1 of 1
Subject Code: BP803ET
0Roll No: 0 0 0 0 0 0 0 0 0 0 0 0 0
BPHARM
(SEM VIII) THEORY EXAMINATION 2023-24
PHARMA MARKETING MANAGEMEN
TIME: 3 HRS M.MARKS: 75
Note: 1. Attempt all Sections. If require any missing data; then choose suitably.
SECTION A
1. Attempt all questions in brief. 10 x 2 = 20
a. Differentiate between consumer and industrial buying behaviour.
b. What is the role of market research?
c. What are tangible and intangible products?
d. Define product portfolio.
e. What is the role of personal selling?
f. Name determinants of promotional mix.
g. Define physical distribution.
3
13
h. Classify channel conflicts
55
4.
i. Differentiate between horizontal and vertical marketing
_8
25
j. What is consumerism?
P1
5.
4E
.1
SECTION B
03
P2
2. Attempt any two parts of the following: 2 x 10 = 20
|1
Q
a. What demographic and socio-psychological characteristics define consumers?
PM
b. How does a product evolve in a market? Discuss stages of its life cycle.
c. What are some effective online promotional techniques used for OTC products in the
2
:4
pharmaceutical industry?
32
1:
SECTION C
24
3. Attempt any five parts of the following: 7 x 5 = 35
20
a. What factors influence the motivation and prescribing habits of physicians?
n-
b. What are the key aspects of product management in the pharmaceutical sector?
Ju
c. Define promotional budget. What factors influence budget allocation?
9-
d. What tasks are involved in managing physical distribution effectively?
|2
e. How are PSRs motivated and compensated in the pharmaceutical sector?
f. Define pricing. What are the various determinants of price?
g. What are the functions of NPPA in regulating drug prices?
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